PURE Launches a New National Advertising Campaign, Join the Club
Chief Marketing Officer
August 22, 2022
We often say: with PURE, you are not just a policyholder, you are a member.
PURE’s mission is to make our members smarter, safer and more resilient so they can live their lives to the fullest. This commitment is core to who we are. We were built differently from the ground up—with an alignment between the membership and PURE that is made possible by our reciprocal model.
From answering the simplest billing questions to handling large losses, through every interaction, we aim to build and foster meaningful relationships with our members. One member’s comment sums it up: “A totally different approach. I feel like a member vs. someone who merely cuts a check to a company."
Research we’ve done—including a study of HNW audiences, an audit of the HNW insurance industry and interviews with members, brokers and employees—confirmed what we already knew: PURE’s membership structure is one of our greatest assets and differentiators. But among our prospects, the notion of membership with an insurance company was unfamiliar and a little complex.
Our new creative platform, Join the Club, plays on the idea that there is an unexpected or even unimagined solution—a club, if you will, for those who are not satisfied with the traditional idea of insurance.
The launch of the platform includes a series of commercials (one :30 sec, three :15 sec and three :6 sec) depicting the discerning needs of typical PURE members. It teases out just a few of the unexpected benefits of PURE membership, enticing the viewer to learn more.
We want PURE to be the last property and casualty insurance company our members seek. That only happens when they feel like they have found something truly special—something that fits their needs like the final piece of a puzzle.
Beyond the benefits teased in the spots, here are some of the practical ways that we deliver on that promise:
- By limiting membership to those who are less likely to experience a claim, we can keep premiums lower.
- If we collect more in premiums than we pay out in claims and expenses for the year, some of that surplus may be allocated back to members through Subscriber Savings Accounts. To date, we’ve allocated more than $100 million to these accounts.
- Because all we do is provide P&C insurance to the high net worth segment, we focus all of our time innovating and improving within this space. This focus, free of competing business objectives, has led us to solve long-standing challenges in the industry including product and pricing shortcomings.
- We aim to offer tools and services that help to make our members smarter, safer and more resilient—from pre-season and emergency response wildfire services to the PURE Situation Room, aimed at alerting members when a major event is likely to impact them.
The campaign officially launches on September 7, 2022, just a few weeks prior to the brand’s largest sponsorship event of the year, The PURE Insurance Championship Impacting the First Tee.
We produced the commercials with global brand consultancy and creative agency, 50,000feet and boutique production company HB Films. The art direction conveys a sense of joy and a touch of heightened reality. The music, a custom-recorded instrumental version of “Habanera” from Bizet’s Carmen adds sophistication alongside a feeling of familiarity.
The content will run on TV (national broadcast, CTV and linear) and across targeted social, display and YouTube. Other elements of the initial campaign launch will include direct mail and website enhancements. But this is just the beginning; we plan on developing Join the Club to be a core brand element. Love Your Insurance, born from the passion and genuine enthusiasm PURE members feel for their insurance company, will remain our tagline.
PURE is a specialty property and casualty insurer, dedicated to creating an exceptional experience for responsible high net worth families. PURE provides customizable coverage for high-value homes, automobiles, jewelry, art, personal liability, watercraft, flood, fraud, and cyber fraud. Today, PURE’s membership includes more than 100,000 families from across the U.S.